Looking to boost your hotel’s restaurant revenue? Be sure you’re not making any of these five mistakes.
1. NEGLECTING HOME COOKING
THE PROBLEM:
When they’re on vacation, guests like to be treated to something special — including spectacular dining options. But that doesn’t mean you can forget homestyle cooking in favor of exotic cuisines. Remember, seasoned travelers like their comfort food.
THE FIX:
Go ahead and highlight that fancy French special on the menu. Just don’t let it completely replace the classics. Take a page from former Ritz-Carlton resorts chef Jeff McInnis’ playbook. “We’re not trying to elevate [your food],” he said. “We’re trying to do the best damn fried chicken you’ve ever had.”
Photo Credit: blogs.miaminewstimes.com
2. INSIDER SECRETS… THAT NO ONE KNOWS ABOUT
THE PROBLEM:
The idea of offering a secret off-menu cocktail for guests who are in-the-know piqued our interest. Something like the surreptitious Far East Side that isn’t on the menu (but supposedly available for order) at NYC’s Royalton Hotel bar. The only problem: this unlisted libation isn’t getting any publicity. No one knows about it.
THE FIX:
To make a go of insiders-only cocktails that aren’t officially “advertised” in your menu, do a little bit of in-house promotion and don’t keep the drink a complete secret. Post a how-to on your blog with your bartender explaining how to mix the mysterious elixir to get the word out.
3. ALL-YOU-CAN-EAT ON REPEAT
THE PROBLEM:
If you’re a destination resort, you’ve probably dabbled in all-you-can-eat menus — a big draw for guests looking to snag a deal. But when your buffet begins to resemble a meal out of Groundhog Day, guests aren’t going to be happy. Unchanging menus are, in fact, the number one complaint for all-inclusive resorts.
THE FIX:
Instead, make dinner fun by offering themed evenings. Throw a garden party on Friday, a BBQ on Saturday, a taste-of-Italy evening on Sunday, and a 1960s throwback party on Monday. Who knows? Guests might stick around another day just for the dinner event.
4. ONE GRAND ENTRANCE… IN THE LOBBY
THE PROBLEM:
Guests know that your food is good, and the locals have heard rumors. . . But can locals find how to enter the dining room?
THE FIX:
One big draw for locals looking to eat out is easy access. That means giving customers who aren’t staying the night access to their own door — one that doesn’t require passage through the lobby.
5. SKIMPING ON THE IN-ROOM COFFEE
THE PROBLEM:
Luxury hotels are known for their in-room amenities. But, according to Paul Carr, coffeemakers aren’t always included, and that’s a shame. In his Huffington Post article, Carr lamented the fact that many upscale hotels are nixing the in-room brew in favor of coffee ordered via room service. While this trend might earn you a couple extra bucks, it’s upsetting customers.
THE FIX:
So compromise! Place a card highlighting some special made-to-order brews beside the complimentary Joe. Make sure the room service coffee is worth the extra pennies by offering cappuccinos and exotic blends.
